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>> about a year from now the ford motor company is going to introduce a new kind of vehicle to the erk american market. it's a cross over called the sea max. unlike anything ford's brought to the market except in europe -- which is where i happen to be right now. in a little village called tur
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reses -- in france. ford has been bringing in people from all over the wold to test the vehicle. on the leg i was on, jim farley was too. he's the head of marketing for ford. i got to drive in the sea max with jim farley talking about all kinds of things. how he got into the business and different testing they have on the vehicle. i invite you to come along with me for the test ride of the vehicle in what i'm calling "travels with farley." >> jim, whatever got you interested in cars in the first place? >> well, i think -- for me, it was probably the ford mustang. i rebuilt the ford mustang when i was young. much to the surprise of my
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parents, i drove it across the country. i fell in love with the joy of working on a car, getting it running, and it went from there. frankly, i have owned so many cars since then -- my poor wife puts up with it like all of us car people, but at the end of the day, it's the friendships that i have made along the way that got me more and more into cars. it's a business. i was always apprehensive if the business would ruin my love for the business itself. it never has. it's given me opportunity to have more responsibility. there are good and bad days. if you have a bad day and we get to go to the paris auto show, it's a dream come true.
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>> it was a job you applied for, or how did you get into the car business? >> i went to ucla business school. i got an offer from ford to be a financial planner in the rear differential vf series or from toyota to be the product planner for lexus, the first ever one. lexus didn't exist at the time. i was like, a whole car or a rear differential? i'll take the whole car. i was pretty shortsighted, but that's how my first job in the car business started. >> always in marketing? advertising and marketing? >> yeah, i started in product planning. that was my true love. coming up with concepts for new vehicles -- that was a perfect fit for me. >> recent thri there was a video for a ford fiesta rally car.
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you spent money on that vehicle. i count at least four cameras being used. >> absolutely. >> you put a lot into it, and it's a pretty long video too. >> ken block has been an important partner for us. he was connected with subaru for a long type. he actually came to us. i was excited about that possibility. i knew that we have to find someone that the audience trusts, not us. trust for big companies has never been great, and you have to have a credible -- you have to have someone that the audience believes. ken's one of those people. >> where do you see advertising going? who would have thought you could post these things on youtube. they go viral and global and you
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have a mega hit on your hand. how does that change your thinking about the way you do advertising these days? >> the way i look at it, you have a great brand like ford that people are emotionally connected to. you know where it's going in we have to give our brand to other people, tell people. that's where it's going. generally, people don't trust big companies, so you have to give your brand up to others that they do trust. it's going into -- for example, cellphone advertising, i think that's one of the biggest trends we'll see. >> oh phone advertising. how does that work? >> cellphones are a private device, something you pay for. it's not like the internet or something you watch for free. people are picking ability what
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they do on their cellphone. you can't take an internet ad and run it on a cellphone because people are paying for that. what the smart companies are doing is working with application developers for cellphones and embedding our product. say you have a navigation application or an application that calculates fuel economy. wouldn't it be smart for ford to be part of that? instead of a traditional ad, it makes sense to do product place of employment on an application relevant to an automobile. i think that's where cellphone advertising will go. i always follow how people consume media. people are spending more and more and more time on their smart phone. we have to find a way to connect
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with them and our product on cellphones. we have to. >> what do you do -- can you translate the feel or sense of it into traditional television advertising? >> yes. that's a great question. i think what we have done on "american idol" where you have the participants talking about seiest ta. you don't just run a block, though you do that. the ads are created for the show, including the participants and you have opportunities during the show to highlight the product. i think if you don't do that type of product placement, you will be seen as a static company, you missed an tunlt. >> any thoughts to the next step? you did the ken block thing. i'm sure you don't just want to do wrc ads.
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what other ideas do you have here? >> i am excited about our focus test drive, flying 50 people from around the world to europe, driving the protocol vehicles before they are on the street. have them record their experience, bring their own cameras and use their social networks, and they'll come up with unbelievable ideas. we had a girl who said when you launch the fiesta, compare it to the lamborghini. >> the fiesta is so much better than the lamborghini. >> she was right. it was. we put it online. i think that's the future of the kind of stuff we'll do online. >> how did you pick these 50 people? >> they are going to apply. they'll apply online.
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they go on to facebook focus site. the focus has a facebook page. you register as a friend of focus and apply to be a global test drive participant. we have a panel of judges that reviews every application, and we pick the 50 best applications. the criteria we use, how big is your social network? are you a car enthusiast? we'll give every one of the winners $10,000 for their charity of choice. >> that's way cool. man, that's a gutsy move. what if they get something wrong? not that they are full time journalists? if something goes wrong, that will go viral too. >> it will, but that's going to
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happen anyway. it may be four months later with a production car and they do something crazy with it. it's going to happen anyway. that was a fear of ours, what we found was that the viral savvy customers are out there creating communities -- they are really sharp. they are really sharp. we found that, yes, you take a risk, but you can control and manage that risk through the type of people you select and the kind of circumstances you give them an opportunity to create content. >> that's way cool. kudos to you guys. you are showing guts there. >> one thing about ford is, we are not going to get noticed unless we are authentic. i think that's what's special about the company right now. we have great products. people are looking at it once
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again. the missing element is, my obligation to the team is, let's connect to people in new ways. that's an important part of a company being relevant. >> so, are in the v max vehicle right now. tell us why the company has to come out with that. in the u.s. you have crossovers, why are you bringing this one to europe? >> for family customers in europe, this is an important segment, more than a million units. if you have a small family in europe, a five door hatch back may not be enough room. this gives customers more storage room. the c max is something new for the european industry and has started a multivehicle activity segment. the first player was the renault
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scenic. now they are coming out with a three row variant. this is a two row passenger vehicle. there are those larger, some with sliding doors, so we are introducing the grand c max here in europe. >> the grand c max has three rows to it. >> you mentioned sliding doors. why sliding doors? some people think sliding doors are too much like a minivan. >> we hear from customers in the u.s. and europe, especially in europe where you are in crowded parking lots a lot. a traditional vehicle is harder to get in and out. it's easier to get in and out for the passenger.
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i think our team worked hard to make sure that the sliding doors look natural. >> you have the 1.6 booster eco booster. driving it around on the roads in france, it's really good. are you going to be able to convince american consumers that a 1.46-liter engine is something they should be buying? i can see a bias against the idea, though as i see it, it's perfectly good. >> one of the things, they'll have to trust ford a little bit. the first thing, having a 3.5-liter fho leaves the aura that it's not just a fuel savings. i think when they see the fuel saving economy numbers, people really understand the eco boost
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fuel efficiency, they'll give it a try. we think it's compelling. we have done a lot of research. we have not come out with the epa certified numbers. these engines are really efficient. we think they'll grab attention. >> we in the media love diesel. why not for the u.s. market? >> as a car guy, i have to say the low end tort that you love, we love too. we know americans love it. we have a two liter torque engine available for the v max with great co2, great fuel economy on the highway. john, honestly, is after treatment required in the u.s. is very expensive. most of the systems reabased on a $50,000 super duty, customers are more than willing to pay and
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the tradeoffs are easier to pencil when you are driving a lot of miles. to be honest, for the customer in the u.s., eco boost is all the same benefits, high precious injection is the core technology of the diesel engine in europe. customers get that low end torque. it's completely flat lined in an eco boost engine. we think eco boost is explactly that, the benefits of a small displaiment turb displacement fa turbo edgturturbo engine. >> i see a great substitute for a minivan in the u.s. they have been driven by household formation.
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do you see a change in the u.s. market, the millennials the ones who may buy a vehicle like that? >> we are seeing -- probably in my career the most demographic change in the u.s. the millennials are starting to have kids now. when the boomers had kids, they turned to crossovers and suv's, frankly invented the segment. we believe millennials are looking for a fun to drive, goodlooking, seven-passenger vehicle that has good gas mileage and drives well across country. there is not much competition. if you are a millennial with one or two children and you don't have $30,000 to spend, there are not a lot of choices.
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they are not rewarding to drive. we think the c max or grand c max in europe is really something new for those customers. we think that demographic trend is something that will play into the introduction of the vehicle. >> is that why you designed the vehicle as it were, rather than try to find your way back into the minivan segment, just go where there is little competition? >> absolutely. >> one thing for ford, we have access to these great products that in the past were designed only for europe. now we have the opportunity to bring a fun to drive seven-passenger vehicle to the u.s. in an area that's frankly, not competitive at this point. another thing we noticed, when fuel volume shot up, this exploded for this product. mazda five sales quadrupled when
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fuel prices escalated. we think we have a great new choice for them. it's extremely sensitive fuel priced. we think over time, next month or next year, fuel prices will escalate again. when that happens, we think customers will enjoy the v max. >> are you bringing it to the european market as well? >> we have never had it on sale here. seeing what happened in the u.s., u.s. customer, smart phone usage is higher. it's a bit of a bet by the company. we are really excited to bring sink with the focus that we introduced at the paris auto show to europe. also, on the my ford system of the new h. m.i. human machine
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interface and together with voice command, it's new to the european market. we have had blue tooth connectivity, but it's just the connection. you couldn't reset the navigation system. you couldn't call your wife orchidorkids on the phone like d with ford sink. this is new for us. we are surprised by the reaction so far because we thought it would be advanced, but the reaction we have gotten so far from dealers and customers is, can you expand the implementation beyond focus and c max products. >> one thing that impresses me about my ford touch is that you are developing it an open space and people can develop ap's for it.
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will the same thing happen in europe? >> we hope so. we are reaching out to application developers. that's a global trend now. it's interesting. i went to a conference for application developers. we asked everyone to raise their hand about who was developing ap's. there were more people developing ap's for mobile than home computer and laptop. we really expect sink's ability to bring a pandora or something people use, even a hand-held navigation system into the car, will be a big part of why sink is part of the other options out there. we expect the applications to be exclusive to europe. >> you are in charge of sales and marketing. what are some of the ideas you have going on in your head, especially in the u.s. market about how to advertise this? we are still a year away, right,
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from the u.s. showroom? >> yes, with the movement, this kind of new concept, especially from the mainframe brand with ford is unexpected, you have to start early. we have to start early to start to get people to understand, especially the car fanatics out there, the bloggers, important media like yourself -- which is why we are excited to have you here to understand the concept, frankly. that's not all. we have to go into social media. we launched the global ford focus test drive. we are inviting 50 people from around the world to come to southern europe to drive the focus before anyone else and we have to do the same thing with the c max product. >> how has that gone over in europe, getting the word out? >> it's been different. to be honest, it's gone quickly
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in the u.s. i think it's too early to tell. i did most of the interviews in paris through twitter and on the computer, which was pretty neat. the response in europe is maybe a little slower than in the u.s. i think it's catching on. the place that it's really happening in social media is china. >> really? >> yeah, china is ground zero when it comes to social media. a lot of people think it's u.s. and twitter -- huh huh. we launched the entire fiesta product in china only on social media on basically a get to know you site. social media is the number one consumed media in china. it's the way all the car companies launch products. there is more experimentation
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happening -- there are more people online in china than there are people in the u.s. >> that's a great way to go. absolutely. what am i missing here? anything else in terms of c max or grand c max that we should be talking about that you are interested in these days? >> i think one of interesting parts is the seven pass business. we have been able to think through the flexibility of the vehicle. we put a lot of new thinking in the seven pass in the hide away center seat which stores under one of the other side seats so that people can walkthrough. >> what else are you trying to make special about these cars? >> another thing new to customers not new to the company, the dna is a differentiating part offord, what we stand for, fun to drive
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cars. something that you can have fun getting from point a to point b. >> an expression i use in the company, we don't want to sell refrigerators in the company. one thing we worked hard on was fun to drive. we worked hard on the steering feel and the fun to drive smile factor. you don't normally hear that with multiactivity vehicles or cross over, minivan, whatever you want to call what the c max is, but we have a chance to move people out of their b and c cars that they like, fun to drive, and get into a people carrier just as much fun to drive. i think that's one of the things that makes us different as a company. it's part of our dna and i think it distinguishes the vehicle.
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>> good point. the e pass is incredible. it's been precise, direct feel, and i can't believe how flexible the e train is. i can lug it way down, pull it uphill. it just pulls. it goes. it's good. >> we are happy with the torque feeling. we think, as you mentioned, john, people will appreciate the low-end torque experience with the boost engine. it's a marketing opportunity and we think it's a smile factor. the steering feel. the fun to drive ability to chuck the car around and the low-end torque all works together to make the vehicle fun to drive. i think that's one of the things that u.s. customers will get to
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know about the new ford as we globalize the company. >> jim farley, thank you for taking time to drive through these beautiful road in southern france with me. >> no problem, john. it's a treat for me too. >> like i said at the top of the show, ford's not going to introduce the c max into the american market for yet another year. so why have they invited me to southern france to drive all over to report on the vehicle? because they want to prepare people for the likes of which they have never had in their showroom before. we have all kinds of information about it. i have to thank jim farley for driving around talking about the topics we coughed. covered. that brings us to the end of this show. for all of us here at "autoline detroit," thanks for watching.
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detroit," thanks for watching. we'll see you next play funky space-rock] ♪ ♪
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(jane joyce) mountains are "water towers" of the world. at least half of the fresh water we consume comes from mountain ice and snow that melts into rivers and streams. but as earth's climate warms, changes occur in mountain ecosystems that alter both the amount and timing of available fresh water. research conducted at glacier national park documents the changes taking place across this vast mountain landscape. our snowpack, for instance, is heavier during the middle part of the winter but melting earlier. that sends a pulse down the streams earlier in the year, meaning that there's less of it for late in the summer when the stream flows are very low. and in some cases with those snowpacks disappearing so early, the only source of base flow for those streams is melting glaciers. (jane joyce) changes in the water cycle are not the only result of a warming climate. (dr. dan fagre) our tree lines are changing rapidly as well.
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many of the broad fields of alpine wildflowers are gradually being encroached upon by these trees. as you have these wetter and warmer temperatures you grow more forests, so our potential for forest fires increases. (jane joyce) from warming temperatures, to changes in the water cycle and plant growth, climate change affects the dynamics of the entire mountain ecosystem.

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PBS March 12, 2011 6:30pm-7:00pm PST


TOPIC FREQUENCY U.s. 17, Europe 16, Us 5, China 5, Jim Farley 4, Jane Joyce 3, Paris 3, Ford 2, Max 2, John 2, France 2, Southern France 2, Ken 1, Subaru 1, Ucla 1, Toyota 1, Ap 's 1, Mazda 1, Ap 1, Wrc 1
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